Liu Zuke: Clothing Companies Manage Efficiency, Brand Performance

< p > 2012, in the first half of the year, Lining, Anta, 31st degree, XTEP and trend 6 domestic "a href=" http://sjfzxm.com/news/index_f.asp "sports brand < /a > total inventory reached 3 billion 700 million yuan.

How to solve the problem of high inventory? < /p >

< p > < strong > > Where is the high inventory problem? < /strong > < /p >

< p > to cure the disease, first solve the cause.

With high inventory, enterprises naturally attribute to poor inventory management.

The international market turbulence, China's macro-economic trend is low, and operators' wrong estimate of orders, they generally overestimated the demand of the market.

In response to inventory management problems, enterprises have been cleaning up inventory through discount sales promotion, opening up network sales channels, clearing inventory with companies, opening discount stores and sinking sales channels to three or four line cities.

Some enterprises have further carried out inventory management reform through information pformation, reshaping channels and optimizing supply chain.

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< p > however, sports brand and inventory campaign continued for several years, inventory management has been optimized and improved, and inventory is increasing year by year.

It can be seen that the inventory management mode with high inventory level can be short term and temporary solution.

Reporters believe that the reason behind the high inventory of sports brands is the lack of brand spirit, through the analysis of management and brand, you can be clear.

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< p > < strong > brand is icing on the cake, management is in the middle of the day, /strong > /p >

< p > generally, we all have a feeling that in the seller's market era, the sales volume of each enterprise is better than that of the supply chain. At this time, inventory management is needed, while the shaping of < a href= "http://cailiao.sjfzxm.com/matertial/show/default.aspx" > clothing brand < /a "can enhance the premium rate and provide a guarantee for the strength of the latter sales.

In the era of buyer's market, supply exceeds demand, competition in the industry is fierce, market share is attacked by competing products, sales are down and inventory is high. At this time, strengthening management and enhancing competitiveness is the most urgent task. Brand spirit can be temporarily set aside, and goods will be sold at a discount.

This gives you the feeling that brand is icing on the cake and management is timely.

Is that so? < /p >

< p > < strong > management benefits, brand performance > /strong > /p >

< p > no matter in the seller's market era or in the buyer's market era, enterprises need to manage in pursuit of efficiency.

On the other hand, the purpose of management is to create benefits, whether it is to formulate, execute, check and improve. The purpose is to increase efficiency and create benefits, and so is inventory management.

And the premise of brand building comes from performance, without performance. Brand building is a water without resources.

The quality brand created is also a guarantee for continuous improvement of performance.

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< p > in the face of huge inventory, domestic sports brands have been discounted to promote consumers.

Lining discounted, Anta discount, everyone discounted, the result of the consumer not to buy.

The core of competitiveness is cost performance. The core of consumer concern is the ratio of price to price, the ratio of price to value.

The big economic environment is not good, consumers tighten up a href= "http://www.91se91.com/" > waist pocket /a >, this time to buy is less and refined! Sports brand through price reduction, to improve the performance price ratio, when competitors also cut prices, the cost performance increase can not be realized, also has damaged the brand value, entered the vicious circle, the stock can not go down for a long time.

And brand building can enhance the value of products. Without price cuts or even raising prices, it will enhance the performance price ratio and achieve "low price", thereby impressing consumers and creating performance.

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< p > improving cost performance is only to enhance competitiveness. Today, with competitive homogenization and high inventory, we need to have unique competitiveness.

The essence of a brand is a gene that can not be duplicated.

The core connotation of brand is differentiation and commitment.

The value of a brand lies in providing a unique competitive power so that enterprises do not fall into the quagmire of homogenization competition.

The unique competitiveness makes consumers make a unique choice. The more intense competition is, the more unique competitiveness is needed. Therefore, brand is the result of performance.

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